Smart PR for Finnish Organizations is a 7-week online course designed by the team at San Francisco Agency. We’ve helped over 120 Finnish clients push their companies forward by building international media recognition.

However, we want to help more Finnish companies achieve their business goals. That’s why we created SF Academy – an online resource for growth companies looking to reach international audiences. Smart PR for Finnish Organizations – our first full-length b2b resource – will show you how to build a structured long-term PR strategy that supports your growth by getting reputable media sources to talk about you.

Who should take this course?Organizations with great stories to tell who find it difficult to gain earned media – quality coverage from reputable media sources.

What will I learn?By the end of the course, you will have the knowledge, tools, processes, and templates you need to plan an effective long-term PR strategy. You will also know what it takes to execute and follow up on a successful PR campaign.

How is the course structured?We want to help you learn in the way that suits you best. We’ve broken the entire PR process into 7 easy-to-follow modules containing short videos, short multiple choice tests, slide decks, and transcripts. A weekly webinar will also expand on the week’s content. New modules and will be released on Monday throughout the duration of the course. A more detailed breakdown of the course content can be found below.

What else do I get?We’ve recorded exclusive interviews with experts from both sides of the newsdesk who give insights into the PR process. We will also give you a full suite of tools and templates, including a comprehensive PR plan, content calendar, Q&A, media list template, persona building templates, and 4 industry-specific media lists containing contact details for media outlets across Finland.

Smart PR for Finnish Organizations is a 7-week online course designed by the team at San Francisco Agency. We’ve helped over 120 Finnish clients push their companies forward by building international media recognition.

However, we want to help more Finnish companies achieve their business goals.

That’s why we created SF Academy – an online resource for growth companies looking to reach international audiences.

Smart PR for Finnish Organizations will show you how to build a structured long-term PR strategy that supports your growth by getting reputable media sources to talk about you.

Who should take this course?Organizations with great stories to tell who find it difficult to gain earned media: quality coverage from reputable media sources.

What will I learn?By the end of the course, you will have the knowledge, tools, processes, and templates you need to plan an effective long-term PR strategy. You will also know what it takes to execute and follow up on a successful PR campaign.

How is the course structured?The entire PR process is broken down into 7 easy-to-follow modules containing short videos, multiple choice tests, slide decks, and video transcripts. A weekly webinar will also expand on the week’s content. New modules and will be released on Monday throughout the duration of the course. A more detailed breakdown of the course content can be found below.

What else do I get?We’ve recorded exclusive interviews with experts from both sides of the newsdesk who give insights into the PR process. We will also give you a full suite of tools and templates, including a comprehensive PR plan, content calendar, Q&A, media list template, persona building templates, and 4 industry-specific media lists containing contact details for media outlets across Finland.

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Week 1: The value of PR
PR is the strategy, tactics, and actions you take to positively motivate people to start talking about you. We look at the differences between PR and marketing, where PR fits into your company’s communication strategy, and the concrete benefits PR will bring to your business.

Week 2: The power of WHY
One of the fundamental questions that companies fail to ask themselves, but they always should, is WHY? Why do you exist? Why are you the people to solve the problem? Why should people care? We look at how to form an individual WHY, before moving onto finding the organization’s WHY, so that everyone can understand what it is you’re trying to achieve.

Week 3: How to plan a PR campaign
A well functioning business has all aspects working towards a common goal. We look at setting SMART goals for your business and PR efforts, establishing your audience and objectives, competitor research as well as building an ecosystem map for your media.

Week 4: PR Planning tools
We look at some essential tools for you to run your PR campaign effectively including using a Q&A, content calendar, and how to build a list of media contacts.

Week 5: The elements of great PR content
We consider the things that qualify as being newsworthy as well as the credibility points you can use to back them up in your story. We also consider any sensitive topics that may arise and how to plan for those when media and influencers start asking questions. Finally, we look at some of the great tools you can use when trying to shape that content and then organize the types of content into essential pieces which you need in place all the time.

Week 6: How to pitch and launch your PR campaign
We look at how to find and build a media list of VIP contacts before then looking at the process of pre-pitching – the dos and don’ts. When it comes to launching, we highlight the best tools, tips, and practices so your important news gains the coverage it deserves.

Week 7: Reporting, learning, and next steps
Week 7 finishes the PR cycle and begins to plan for the next phase. We look at KPI tracking and reporting tools before going over the review process to make sure your next PR campaign does even better.

John Cozzi - Instructor

John Cozzi is the Digital Storyteller at San Francisco Agency. He has helped manage many high-growth clients become global category leaders in their business. You may know him also through Nordic Business Forum, where he is an active blogger and interviewer of keynote speakers.

San Francisco Agency

San Francisco Agency is the #1 marketing and PR agency in Finland for internationalizing growth businesses. We have worked with 100 clients over the past five years, helping companies get media coverage both in Finland and globally. San Francisco agency powers SF Academy to bring Smart PR for Finnish Organizations course to you.

San Francisco Agency has helped Finnish companies gain international media attention in publications such as: